The Gear model of advertising - Modelling human response to advertising stimuli

One of the goals when add+impact® (a+i)®was founded in 1991 was to develop a database that could be used to add to the general understanding of how people respond to advertising.

The Gear model of advertising – Modelling human response to advertising stimuli

Michael F. Cramphornadd+impact®

Denny MeyerSwinburne University


Innumerable attempts have been made to explain how we respond to advertising. For nearly a century advertisers were lured down a path that employed a rational, hierarchical approach (Vaughn 1986; Barry & Howard 1990). Advertising models focused on the apparently sequential behavioural steps of advertising exemplified by models such as AIDA: Attention – Interest – Desire – Action. Such behavioural models developed around an intuitive and rationalised explanation of what 'seemed to make sense'. They have been characterised as...

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